2. About the company
The Old School
Implementation
Issues faced during implementation
Benefits
Issues faced after implementation
e-CRM initiatives
Concluding remarks
3.
4.
5.
6.
7.
8.
9. • Empowering People - to do their best
• Being Flexible - to adapt to the changing
environment and evolving customer needs
• Making it Happen - by striving to change the status
quo, innovate and energize new ideas with a strong
passion and entrepreneurial spirit
• Openness and transparency - with an initiate desire
to do good
• Creating Positive Impact – with a desire to create a
meaningful difference in society.
9
10.
11. “ We at Airtel always think in fresh and
innovative ways about the needs of our
customers and how we want them to feel.
We deliver what we promise and go out
of our way to delight the customer with
a little bit more”
Source: Mr. Rajvinder Singh ( Sales Head Airtel Ahmedabad)
11
12. •The Company has ensured
that the waiting time in the
Airtel world is low.
•The Company has made the
systems as the Customer
wants.
Source: Airtel World @ S.G.Highway.
12
14. A value-added service (VAS) is popular as a telecommunications industry term for
non-core services or, in short, all services beyond standard voice calls and fax
transmissions but, it can be used in ANY service industry for the services providers
provide for no cost to promote their main service business. In telecommunication
industry on a conceptual level, value-added services add value to the standard service
offering.
Source: Brand Equity (Economic Times)
14
17. •Airtel brings voice assisted turn-by-turn navigation with Way
finder Navigator™ on BlackBerry 8800/8820/8310/Storm
•If you enter a destination you will be guided to it, both by voice
directions and on the map. All you have to do is choose how to
get there, by car, public transportation or by bike.
Source: Airtel World @ S.G.Highway.
17
18. M-Commerce has a distinctive advantages namely flexibility.
Through the mobile phone, consumers can conduct business
transactions without being fixed at a computer terminal or being
physically present at the shop. In essence, M-Commerce offers
personalization and real time transactions while on the move.
18
19. •“Gaana bolo Hello Tune Pao”, Simplest way to find the
Hello Tune of your choice
•Call 543215 and say the name of your song or movie to search
for your favorite Hello Tune.
Source: Airtel World @ S.G.Highway.
Service Marketing Presentation 19
21. When Bharti had started out operations
(1995), the whole system was manual
Only 40 percent of the customer issues
were getting resolved
Were not meeting the customer’s
expectations
Customer loyalty was a major concern.
22. Had many local players (dealers, vendors
etc)
Had huge issues in meeting the demands
of the growing customer base.
Were not able to centralize the services
and give a common brand experience.
Was hard to service customers across
sectors.
The subscriber base was growing at a
healthy 15-20%. Airtel crossed the 1
23. Not able to recharge amounts anywhere in
India. One had to carry scratch cards.
Not able to pay bills anywhere in India
Low customer retention
Hutch’s (now Vodafone) customer service
was rated far superior.
24. Individual modules for each of the
processes
Order processing
Project management
Billing
Customer details
Call center operations
Direct Marketing
Sales Management
Channel Management
26. Evaluation:
Technology evaluation
Equipment and technical evaluation was done
GAP analysis
• Technology • Internal • Pilot
Step evaluation Step restructuring Step program
• GAP • Re- • Feed back
1 Analysis 2 engineering 3 cycle
27. • Internal restructuring and reengineering
• Analyze issues surrounding scalability,
• Business growth
• Market and regulatory environments
• Technology • Internal • Pilot
Step evaluation Step restructuring Step program
• GAP • Re- • Feed back
1 Analysis 2 engineering 3 cycle
28. • Implementation
• Pilot launched
• Feedback received with problems and suggestions
• After reengineering user validation was sought
• All these were rolled into Airtel’s Roadmap for
CRM
• Technology • Internal • Pilot
Step evaluation Step restructuring Step program
• GAP • Re- • Feed back
1 Analysis 2 engineering 3 cycle
29. "As part of our vision, we intend to provide
AirTel services anywhere and at any time.
A customer should get the same quality of
service no matter which of our call centers
he contacts. This has been our vision, and
because of that we have gone in for a
centralized application like CRM,“ -
Amrita Gangotra, Group Chief, IT
Solution Engagement
30. Business approach that understands, anticipates and manages
the need of current and potential customer of an organization.
Integrating People, Processes and Technology of an organization
Effective use of Information about customer to maximize
customer satisfaction as well as cost reduction and increased
profitability for an organization
31.
32. Installed a WAN
Mutiple Leased lines on all major locations
Initiated the process of setting up an
extranet to reach out to vendors and
dealers
Storage Area Network (SAN) was put in
place
The main data center is located at
Gurgaon
33. Oracle CRM went live in the first quarter
of 2004
Managed to overcome many technical
problems
Technology partners include Oracle, SUN
Microsystems, IBM and HP.
Voice services (IVR) are provided by
Nortel which was integrated with Oracle
CRM.
34. Operational CRM
Workflow
Day-to-day activities
Analytical CRM
Customer information
Business development
35. Marketing
Planning
Campaign Management
Lead Management
Sales
Activity Management
Knowledge Management (FAQs, How to
guides)
Call Center Support
Opportunity Management
37. Problem getting user community
(employees) to accept it
Users forced to work harder to create
processes and re-engineer systems
around the new implementation
CRM Training for all related employees
Even best in class products are known to
fail because of poor training
38. Integration of services across all 23 circles
and upgrading the organization to provide
newer services like up selling of relevant
schemes, customized SMS burst etc.
Maintaining the service levels at the same
time enabling transition to CRM
implementation.
39. Airtel had many independent systems,
which had to be integrated.
This also involved porting data from each
system which totally went to terabytes.
Had to design a proper workflow
automation
Facilitation of knowledge sharing.
41. Customer segmentation
Cross selling and up selling of relevant schemes
Market analytics like records of customer
profiles, profile, payment history etc
Generation of accurate leads and SMS bursts
that target only the right customers based on
their segmentation is possible
First time resolution has increased from 40 % to
more than 90 %.
42. Customized and simplified bill formats,
payment collection centers, network
deployments, and the activation process
was enabled
Better value added services were
provided
“Why shouldn’t a person from Pune,
holidaying in Kashmir, be able to make
payments?”
43. It facilitated knowledge sharing amongst
employees.
Started e-billing
Customized offers based on usage
profiles.
Discounts on reaching threshold
Recharge offers to low worth users
Invitations to movie screenings and events
Up selling of services to select customers
Online customer support on new system
44. The customer gets the same level of
service across India especially from call
centers.
Reduced cost of customer or customer
acquisition cost
System is highly scalable as the number
of subscribers increase.
Airtel reached the 50 million subscriber
mark recently.
45. Automatic escalation of problem to
superior authority on breaching pre-set
time limit.
CRM automatically suggests products to
customer when they announce to leave
Airtel.
Has resulted in savings because of fewer
calls.
47. Functional
Monitoring how the customers interact with the
organization using the various modules of the
CRM
Visibility of business transactions across India
Operational
Monitor SLAs
Maintenance and modification
Data flow
48. Change Management
Oversee enhancement
Constantly improve customer experience
Aligning CRM to Airtel’s vision and growth
objectives
Finding the right CRM Managers has been
a burning issue in India.
50. After implementation of the Oracle CRM,
Airtel now implementing e-CRM.
e-CRM implementation partner is IBM
Would provide a host of services now
running on Oracle CRM
Online customer support
Customer profiling
Web interface
Sales management for vendors and partners
54. Service Recovery @ Airtel
Retention plans
Loyalty Plans
100% bill accuracy guarantee.(Key driver)
Offer of the day.
World on finger tips
Service Marketing Presentation 54
55. Ensuring Feed Back from all in Airtel World.
Ensuring Feedback on all calls from 121.
Feedback survey done every week.
Feedback from vendors.
Service Marketing Presentation 55
56. Word of mouth
Service Marketing Presentation 56
60. “With such a narrow window, we have to
make sure we score every time. We use
CRM analytics to generate accurate leads
from a customer database. We’re going to
try and capitalize on information.”
— Anurag Parashar, Head,
Customer Service Delivery, Bharti Televentures
61. The results so far have been promising
Airtel has been presently riding on the
telecom boom.
CRM’s effectiveness would be put to test
during slump.
Airtel chose the right implementation
partners
This model would be implemented across
all group companies.
62. The call centre should be more equipped to
divulge more information.
Increase in advertisement to compete against
Vodafone.
Service Marketing Presentation 62